How to enter the premium grill segment: customer pains provide the clue

OUTDOORCHEF, a DKB Household brand, is a leading manufacturer and seller of premium grills. Over 25 years ago, the company became famous for its invention of the gas kettle barbecue, which made barbecuing more versatile, healthier, and safer. Since then, its innovations have been driven by its engineers, who came up with new product feature variations every year. Meanwhile, the competition – most notably, Weber – was catching up and it was clearly time to change gears. OUTDOORCHEF decided to take a new approach: start by building a deep understanding of consumers, then have end-user needs and pains drive innovations.

Vendbridge accelerates growth through useful innovations. Since too many products and business models fail due to a lack of customer acceptance, we developed the CFI framework, and improved it in more than 120 projects.CFI stands for Customer Focused Innovation and brings the customer back to the decision table. CFI uses the Jobs-to-be-done logic and uncovers what customers really want. In a concrete, unbiased and measurable way.

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